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When you refuse to sell out, always sticking to the facts about nutrition and supplements, it costs people money, especially the scam artists. Many times Will has refused big money offers from supplements manufacturers to promote their latest diet product because there has been no science based or real world proof of its' effectiveness. Will has made his legions of fans, and fair share of enemies, by telling it like healthy eating it is - regardless of how popular that honesty will be with healthy eating magazines, supplement manufacturers and healthy eating wanna be gurus. CRITERIA #4: Is it written by someone who has actually coached people to successfully shed fat, and keep it off long term? It's not enough for someone to show a picture of themselves and say "Hey look how much fat I lost, you have to listen to what I say!" - For all we know those results could be mainly due to steroid use (yes you can shed fat with steroid use not just gain muscle), or unhealthy diet practices.
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